KEY INFLUENCER MARKETING UPCOMING TRENDS
With the emerging technological innovations and the power of the Generation Z connected consumers, it’s difficult to predict what the future holds. Today, it is certain that the acceleration of changes will continue over the next few years. By referring to different studies carried out among professionals, it is possible to determine the pulse of the market and predict future trends.
Presented below are some related trends observed over the past few years. These could further mark the evolution of influence and content marketing over the next 3 years.
BRANDS WILL INTEGRATE THE CONCEPT OF CONFLUENCE MARKETING
If observed trends continue, marketers will have their own unique tools, adopting an approach based on the social aspect of consumer behavior, moving away from direct sales targets. Confluence marketing, which merges relationships — influencers and content, will be a priority for companies and Small and Medium-sized Enterprises (SMEs) in digital marketing strategies, as demonstrated by the Traackr/TopRank Marketing Study: Influence 2.0 — The Future of Influence marketing.
VIDEO CONTENT AND PODCASTS BECOME THE MAIN INFORMATION CHANNEL
Because of rapid consumption (content snacking) and second-screening, video content will promote storytelling, proving to be the focus of younger generations. Taking advantage of live video (Facebook, Twitter) and the ubiquity of mobile technologies, a rebirth of journalism will occur. Podcasts will become the new blogs of niche influencers.
LIVE VIDEO WILL CONTINUE TO GROW AND DEVELOP
Everyone is still trying to figure out live video, and it is obvious. Seemingly, most of the production and content is poor. This will certainly change as platforms discover how to monetize live video. Currently, Facebook is testing 15-second, mid-roll video ads inside live broadcasts, which will drive even more content. Expect to see more of this from other platforms in the future, as well.
CONFLUENCE MARKETING STRATEGIES WILL ALIGN WITH THE CONSUMER EXPERIENCE
In response to the many repetitions of the consumer-connected customer journey, and the multiple channels used, content marketing strategies and relationships — influencers will be focused on all the different stages of the purchasing process. To easily manage this, brands must utilize automated management solutions.
MICRO-INFLUENCERS AND NICHE INFLUENCERS WILL REPLACE CELEBRITIES
Stricter regulations will gradually eliminate “influenceratis”, and will limit niche influencers. Marketers will no longer be interested in recommendation campaigns and temporary content sites. Further, the cost of engaging influencers will become standardized, causing placement agencies to disappear, and relationships with influencers will improve considerably with information rights management solutions. Consequently, only those marketplaces that offer complete services will survive.
THE RISE OF INDEPENDENT ENTREPRENEURSHIP WILL REDEFINE THE ROLES ON INFLUENCERS
Encouraging the growth of gig economy, the rise of independent entrepreneurship will combine with uberisation and outsourcing services. Web marketing freelancers will offer B2B influencer services. The role of influencers will be redefined and integrated into a multi–functional relationship approach with brands.
THE GIG FREELANCER ECONOMY WILL LEAD TO A BLOCKCHAIN AND CRYPTOMONY TRANSACTIONAL SYSTEM (BITCOIN)
Gig freelancers will advocate the adoption of new social and alternative systems, like Bitcoin (blockchain and cryptomony). This economic transactional system requires the validation of “Proof of Work” and “Proof of Stake “, and will modify the relationship with and help redefine the role of influencers.
RE-EVALUATION OF METRIX
Views and subscribers are no longer the most important aspect in measuring the effectiveness of digital marketing campaigns these days. According to Darby Barton and Nichole Brandt from XOMAD, “We’ve seen traditional marketing metrics applied to influencer strategies, leading to inaccurate expectations and campaign planning. Cost per engagement models will provide more accurate pricing and greater ROI for influencer strategies. Standards will emerge to allow reach and engagement across Instagram, Snapchat, Twitter, Facebook, Pinterest, etc. to be meaningfully compared to one another as well as to log monthly unique numbers.”
KEY INSIGHTS:
Many of the recent trends of digital marketing can help provide insight into what the future of this field may hold. Confluence marketing, which merges relationships — influencers and content, will be a priority for companies regarding digital marketing strategies. To easily manage and develop this relationship, brands must utilize automated management solutions to track the consumers entire path to customer. By taking advantage of live video (Facebook, Twitter), podcasts and the ubiquity of mobile technologies, a rebirth of journalism will occur. Accordingly, the role of influencers will be redefined and integrated into a multifunctional relationship approach with brands. Furthermore, cost per engagement models will be the most helpful tool in analyzing the success of Influencer Marketing campaigns.
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